5.2 Nuggets of Value Types

Research says that 70% of sales decisions are made to solve problems, while 30% are made to gain something.

So, our job is not only to help customers identify the depth and breadth of needs that exist – but also to give them new ideas to gain more and solve problems in innovative, cost-effective ways.

Value is shaped through the dialogue salespeople have with their customers every day. Today, a sales process is a series of dialogues conducted throughout the year.

Each interaction should provide value to the customer, providing new insights, experiences, ideas for innovation and ways to cut costs, improve efficiency and increase both top and bottom-line profitability.

Questioning alone, even thought-provoking striker questions is not enough. Customers today require continuous improvement and seek ways for their suppliers to move from vendor and supplier status to true partnership through joint problem-solving and the sharing of new ideas for innovation and growth.

High performing salespeople know that to differentiate themselves, their company, and their solution, they must provide “Nuggets of Value” to their customers.

Nuggets of Value are unique pieces of information which help customers better understand not only the scope of their needs, but also the challenges that exist, and the different options available to them.

Different types of Nuggets of Value include:

Insights about the marketplace, industry, and competitors

Identification of challenges to growth and/or profitability

Ideas for innovation and creativity

Potential problems or pitfalls, with alternatives for avoiding or solving these problems

New ideas for growth

Ways to cut costs and add margin to the bottom line

Ideas for working more effectively with other suppliers

Auditory Impact Cues

With all of this in mind, when do you know that the Nugget of Value has truly made an impression with your prospect/customer? 

Here are some things you may hear that indicate that you’ve provided unique value:

• I never thought of that before.

   

• That’s interesting – tell me more.

   

• I never knew you could help us with that.

   

• That’s certainly a different way of thinking through this issue – let me share it with my team.

   

• Thank you for your time today – this conversation has been really interesting.
  

Visual Impact Cues

What about in face-to-face or video chat conversation? How can you tell from your customer’s body language that you are providing real value?

Here are some things you may see that indicate that you’ve provided unique value: 

• They are sitting up, often leaning forward.

   

• They have strong eye contact.

   

• If you know neural linguistics, they are looking up and to the left – they are imagining what could be. 

Insight Resources 

To provide meaningful insight to your customer, where do you look for that data? 

Here are some resources that are available to you that may help you provide unique value: 

• Our own broader industry knowledge and experience – without giving away any confidential information.

   

• Trends in the market – what the business press is saying.

   

• 3rd party research – from journals, publications, research firms.

   

• Our own company’s research and marketing department.

   

• Industry blogs, industry groups.

Remember, sales professionals have to create a different relationship with customers by providing more value than our competitors. The best Nuggets of Value are those that not only provide value to the customer but also differentiate you, your company, and your solution.